Abstract: Background and Objective: Building and maintaining positive and long-term relationships with customers is progressively significant in the highly stiff competitive marketplace for healthcare providers. Despite the awareness in customer relationship management, limited research has investigated customer relationship management consequences on brand equity. Therefore, the purpose of this study is to empirically examine the impacts of customer relationship management on brand equity building in the Jordanian medical tourism market. Materials and Methods: A questionnaire was distributed to 384 medical tourists treated in Amman at large private hospitals. Only 306 were further used for data analysis. The SPSS and structural equation modeling on AMOS were used for data analysis. Results: The outcomes of the study indicate that customer relationship dimensions (customer involvement, long-term association and joint problem solving) have a significant and positive impact on overall brand equity, whereas, knowledge management and technology-based CRM have an insignificant effect on overall brand equity. Conclusion: The study concludes that customer involvement, long-term association and joint problem solving are the only drivers to overall brand equity. As with most empirical field studies, it is remarkable to replicate this research in different settings. The outcomes indicate that not all customer relationship management activities contribute to the overall brand equity building. The findings of this research contribute practically to the healthcare management regarding the advantages of specific factors of customer relationship management in fostering brand equity building.